Diana Tea Company SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1307
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SWOT Analysis of Diana Tea Company with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Diana Tea Company Ltd

Parent Company

Diana Tea Company

Category

Food Processing

Sector

Foods and Beverages

Tagline/ Slogan

Princess of tea

USP

Rich taste and strong aroma

STP

Segment

People preferring tea

Target Group

Regular consumers from middle class, tea bags are targeted at Indian railways and corporate offices

Positioning

Tea that soothes your senses

SWOT Analysis

Strengths

1.DTCL has an experience in tea industry over more than 100 years

2.Continuous modernisation of factory helps in lowering production cost

3.Tea available in 250gms packets, tea bags and wooden keddies

4.Strong flavourand variety

Weaknesses

1.Lot of competitionmeans limited market share

2. Presence only in North and North-western India

3.Highly fragmented market in India

Opportunities

1.Come with more flavours in tea

2.Postion tea as a healthy drink as compared to coffee

3.Increase its presence in other parts of India

4.Concentrate more on branding and advertisement

Threats

1. Suppliers from efficient markets like Kenya. Sri Lanka, Vietnam, etc. entering the market

2.Competition from local and regional players

3.Youth does not prefer tea

4.Substitues like juices are becoming more popular

Competition

Competitors

1.Tata tea

2.Society

3.Waag bakri

4. Brooke-bond Lipton



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